Overview
Conversion Rate Optimisation (CRO) Testing & UX Best Practices.
- Understanding CRO
– How to develop an experimentation culture
– Must-use tools for tracking and optimising digital marketing activity - Maximising CRO across owned, earned and paid media activity
– Full-funnel thinking - Developing an effective data-driven approach
– Web analytics
– Social media tracking and pixels
– CRM
– Defining conversions
– Understanding conversion attribution - Navigating the shifting privacy landscape
– iOS 14 and beyond
– New ways of thinking post-privacy
Tracking Conversions With Google Analytics, Facebook Pixel & More.
- Google Analytics (GA) Background
– Code installation - GA Structure
– Understanding properties
– Using views - Conversion tracking
– Setting up Goals
– Event tracking
– Privacy smackdown - GA 4
– Opportunities
– Set-up - Meta Pixel
– Conversion tracking
– Other social pixels
– Modelled conversions
Conversion Rate Optimisation Testing, Experimentation & Data Analysis
- Analysing conversion data
–Why data isn’t all its cracked up to be
–Metrics vs KPIs
–Macro and micro conversions - Optimising user journeys to drive more conversions
–Reducing friction
–Collating quantitative and qualitative CRO insights - Testing
–A/B testing
–Multivariate testing
–Understanding statistical significance in test data - What to test?
–Formulating your hypotheses
–Creating an experimental process
Owned, Earned & Paid Media Conversion Rate Optimisation Strategies
- Coming up with CRO ideas
– Data analysis
– Hypotheses forming
– Prioritisation frameworks - Landing page optimisation
– Optimising for user behaviour
– Landing pages vs homepages
– Visual hierarchy
– The fold
– Value proposition and copywriting - Email optimisation
– Effective evaluation
– Automation
– Copywriting and design